Technology has placed a world of resources at the fingertips of travellers. But does that mean that the hotel concierge will hang up his golden keys? Host finds out why the profession is as relevant as ever.

In the Middle Ages, the concierge - a French word meaning "keeper of the keys" - did just that. When European castles hosted visiting nobility, concierges kept the keys to the castle rooms and ensured that the guests had everything they needed during their stay. They've come a long way since.

Today, the concierge profession is one synonymous with immaculate service, remarkable resourcefulness, unfailing discretion, and a reassuring smile. Their work is varied and demanding, requiring plenty of initiative, multi-tasking skills and the ability to keep cool. More than just jangling their golden keys, modern-day concierges are professionals whom hotel guests turn to for their every need, from booking airline tickets to renting a limousine to reserving the best table at a restaurant to orchestrating a wedding proposal. They have the most updated information and the widest network of contacts to fulfil their guests' every request. It would be no understatement to call the concierge a traveller's best friend. Isadore Sharp, the legendary founder of Four Seasons Hotels and Resorts, even once described the concierge as "a combination of personal secretary, aide-de-camp, tour guide, travel agent, social director, best friend and flat-out miracle worker ".

A Concierge's Challenges

Yet the concierge profession is facing new challenges. And it's not about keeping up-to-date with the latest happenings in the club scene. Nor is it about snagging front-row seats to The Lion King musical for a disgruntled hotel guest. Instead, it seems that the industry is being pressured by the emergence of the technological wonders like the Internet and social media - especially with the advent of mobile technology like the BlackBerry and Apple iPhone and iPad.

These days, tech-savyy travellers can log on to find out the best shopping spots in town and even download a map or an app to help them get there. They can check-in at locations like restaurants using an iPhone app like Foursquare, which will tell them the best cocktail to order (as well as which drink to avoid!). And they get all this information without the need to ring the bell at the concierge's desk. According to a PhoCusWright survey in 2009, 67 per cent of travellers reported having used a mobile device to find local services. It certainly seems that travellers have found a new portable, pocket-sized concierge in mobile phones.

"Before I travel, I usually research on the hotel and destination so I have a good sense of what to expect," says Haley Sim, an engineer who travels six times a year. The 33-year-old adds, "When I was in Hong Kong for a shopping holiday, I downloaded the train map app on my iPhone 4 so I could plan my journeys. In a way, other travellers acted as my invisible concierge for that trip when they posted recommendations of good eating spots around my hotel on travel forums. So I rarely stop to ask the hotel concierge anything because I would already have found what I needed online."

In some hotels, you can't even find a concierge - touch-screen kiosks have taken their places in lobbies, providing information on the nearby restaurants, shopping, city tours and hotel services. Guests can tap and touch their way to movie tickets, printed maps and restaurant reservations without even saying, "Can you help me…" to a human being. Does this mean that we will no longer require the services of the capable concierge? Or does this merely herald a new era for the profession?

Changing Roles

Gregory Tan, chief concierge of Marina Bay Sands (MBS) and president of Les Clefs d'Or Singapore, believes that technology - no matter how advanced - can never replace the personal contacts and insider knowledge of a seasoned concierge. Case-in-point: "When a guest wants to dine at the hotel restaurant, he might be able to reserve a table online. But only a concierge can tell him that Table 16 has the best view in the house - this is the kind of observation that no machine can point out."

And even if travellers can seek out information from different sources like travel forums and websites, they can be overwhelmed by the sheer amount of information, which can also be misleading or inaccurate. Gregory adds, "That's when a concierge can actually advise them accordingly so they can make informed decisions."

But it is true that a hotel concierge's role now goes beyond dispensing maps or pointing guests in the right direction. It has evolved to include a broader scope that requires the dexterity of the human mind and body. "For instance, it is not uncommon for concierges to do personalised decoration of rooms for guests who are celebrating special occasions at MBS. In March 2011, our Concierge team recorded a total of 38 requests, ranging from simple birthday celebrations to elaborate wedding proposals."

Most importantly, no machine can replace the warmth and personal touch that a hotel concierge is able to provide, says Gregory. "For my team at MBS, if a guest requires a wake-up call in the early morning, we do not simply hit the automated call button on our phones. Rather, our concierge-on-duty will call the guest personally and enquire if they need transport to the airport or in-room breakfast to start the day and follow up with the additional requests." ?

Staying Relevant

So instead of viewing technology as a potential threat, the concierge industry should embrace it. Mobile apps and travel websites can supplement a concierge's advice. Gregory explains, "Due to the geography and limited physical size of Singapore, it is challenging to recommend new places of attractions to seasoned travellers who want to visit new places every time they come to Singapore." But with up-to-date information on the Internet, it might be easier for a hotel concierge to assist guests with directions, advice and reservations.

But in today's climate, it's not enough to just embrace technology. One last nugget of advice: Network. As the president of Les Clefs d'Or Singapore, Gregory firmly believes in networking. "There are more than 5,000 concierges in the world. Every year, the Les Clefs d'Or symposium will be attended by some 1,000 of us. There, we will exchange and share examples of best services from the world's top hotels and bring it back to our countries and implement them. We will keep setting benchmarks to improve ourselves."